In Japan, a country with the fastest growing elderly population in the world, business is booming... for adult nappies.
And what's more, the industry is set to outsell baby nappies by 2020.
According to Japan's Nikkei newspaper, paper companies Daio and Nippon paper are expanding in response to a surge in demand.
The adult nappy industry is now reported to be worth 140bn yen (£933.66m).
Watch the full report above